As the main carrier connecting product circulation, the channel is the core channel for delivering value from manufacturers to consumers, and its importance is self-evident.
In the old soup gathered 16 years of marketing practice of the real cause"21 Catch-rules for the Home Furnishing Industry"., many of them are related to channels.
We have always encouraged brands to actively embrace the channel changes of each era.
Great businesses tend to have the ability to quickly master new channels.
Today we will talk about one of them:
"There are only new channels, no new brands. Channel iteration is not only the biggest risk, but also the biggest opportunity. ”
No one can stand in the way of the progress of the times
The development of the current Internet civilization from the ancient Stone Age is the result of mankind's continuous pursuit of efficiency.
Channel iteration is also one of the manifestations of efficiency improvement.
Taking the home furnishing industry as an example, based on consumer demand and technological progress, from the development of distribution and wholesale, terminal stores to Internet O2O integration and live broadcast short, the channel has changed from a single wholesale distribution to the integration of cognition, transaction and relationshipIts essence is that it is getting closer to consumers and the channel is becoming more and more efficient.
The development of the channel is:Dynamic, iterative, evolutionaryIt is an objective fact that is always moving forward, and no matter how large-scale an enterprise is, it cannot compete with the laws of society on its own.
Technological innovation gives rise to channel iteration
The improvement of efficiency also means breaking the original model and making the impossible possible.
Intuitively, that isThe progress of technology has led to a constant change in the means (media) of connecting the supply side with the demand side.
Because of the Internet, e-commerce has a foundation for development;
Because of the upgrade of 4G and 5G, it has become the norm for everyone to hold a smart phone in their hands and place orders live anytime and anywhere;
And because of the escort of cold chain technology, products such as "Zhongxuegao" that pay attention to temperature and timeliness can also be sold through online platforms.
The development of channels essentially relies on the development of technology.
Why risk?
The channel is often a contractual partnership with social resources, and there is no direct affiliation and equity relationship with the enterprise. It doesn't call you because you're an established business, and if you don't take the initiative to grasp new channels, it meansEfficiency is lagging behind, cost advantage is weakened, and market competitiveness is declining.
In the long run, the old Fang ** will fail in the new era, and the impact of the torrent of the times should not be underestimated.
For example, in the kitchen appliance industry, if you missed Gome and Suning back then, you missed an era, and now you miss e-commerce, you also miss an era. For the vast majority of established enterprises, the decline is precisely because they cannot grasp the direction of channel iteration.
Therefore, Lao Tang often mentions a point of view: "The more balanced the channel, the safer the operation".
Why an opportunity?
Many people think that many new brands are like heavenly soldiers, such as divine powers, falling from the sky.
In fact, no, in essence, they just grasped the dividends of channel iteration.
New channels have changed the logic of reaching users, and provided new brands with new channel dividends and traffic depressions.
Resources have agglomeration effect, siphon effect, in the long-term development process, channel resources are gradually moving closer to the dominant brand, for many brands, it is very difficult to compete in the existing channels.
So,A new channel is like a new trackWhoever discovers and occupies first, will have the opportunity to start and be more likely to have a foothold.
We proposed to the customer Moganshan whole house customization of the service"All in Decoration Enterprises".Because the decoration company has undoubtedly become the traffic entrance of the home furnishing industry, it is the "first-line big name" of the next stage of the market stage.
Cognition and ability are matched to seize this opportunity
The emergence of any new channel essentially corresponds to new capabilities.
Some operators have several attitudes towards new channels:"Look down", "can't understand", "can't see".。That is, either they don't recognize the importance of new channels, or they don't know how to cut into new channelsThe essence is a mismatch between cognition, ability, and current trends.
Lao Tang believes that the development of channels must be based on organizational development. For example, from wholesale to retail, there is a fundamental difference in the energy and ability of the team, and the original team cannot be forced to change in place, nor can we lose experience and start from 0.
How to ensure that with the continuous development of channels, the centripetal force and ability of team members remain at a stable level, in essence, a complete organizational development system is still required.
— Final Words —
Channel dividends will always exist, and when you don't realize it, some companies have built big ships and are ready to go to sea, leaving fewer and fewer opportunities for traditional channels and operators.
Only by recognizing the essence, making arrangements in advance, and acting immediately, can we avoid being eliminated.
We must have insight into the wind direction of channel iteration and accurately grasp it!